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The Persuaders Assignment: What In The Persuaders Surprised You?

Coursework Instructions:

CAS 100A
QUESTIONS FOR THE PERSUADERS
And The Key to Political Persuasion
Watch The Persuaders Online (http://www(dot)pbs(dot)org/video/frontline-persuaders/) http://www(dot)pbs(dot)org/wgbh/pages/frontline/shows/persuaders/ 
Read The Key to Political Persuasion (https://www(dot)nytimes(dot)com/2015/11/15/opinion/sunday/the-key-to-political-persuasion.html)
1.What in "The Persuaders" surprised you?
2. In your view, what difference does it make to know that people today see much more advertising in their daily lives than people 20 or 30 years ago?
3. What kinds of information would you be willing to share about yourself or your family in order to: enter a contest? Get a discount? Get a phone? Use a credit card? Would you be willing to reveal your name, address and phone number? What music you listen to or your favorite snacks? How much your parents earn? What medications people in your family take?
What kinds of information would you want to keep private and why?
4. In "The Persuaders," marketer Kevin Roberts uses the term "lovemarks" to identify brands to which people are loyal even when devotion is not logical. Are there brands (or music) to which you are devoted?
9. Advertising executive Douglas Atkins argues that purchasing branded merchandise now provides that same sense of belonging that was once provided by community institutions like schools, churches, civic groups, or fraternal orders.
What provides you with a sense of belonging or identity?
What role, if any, does marketing play in what you identify with or where you hang out the most?
10. Rushkoff says that political strategist Frank Luntz" has built his career on a simple idea: It doesn't matter what you want to tell the public, it's about what they want to hear." Do you think the phrases that Luntz develops to "sell" political positions help clarify the issues or mislead voters?
Remember that "Frank Luntz doesn't do issues, he does language around issues. He figures out what words will best sell an issue and he polls them and he tests them and he focus groups them and he comes up, issue by issue, with how to talk about it and how not to talk about it."
11-13. Two phrases that Luntz introduced into debates over U.S. policies included “global warming” became “climate change” and he tried to get the “estate tax” changed to the “death tax”.
Is the phrase truthful or does it mask the content of the policy?
Which target audiences are likely to see the phrase as accurate?
Which target audiences are likely to see the phrase as misleading?
15. In the Key to Political Persuasion, did you think the adjustment in language to reflect the values of the audience was ethical or misleading? Why?
15. Give an example of someone who persuaded you to think or behave differently than you had in the past.

Coursework Sample Content Preview:
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The Persuaders Assignment
What in ‘the persuaders’ surprised you?
I was surprised to learn that media has a penchant to portray certain situations not only by strong imagery but also by carefully selected diction to drive the point home. Certain words will be used to convey totally different meanings.
The persuaders begins by questioning the amount of advertising we typically encounter in our daily lives. How would you assess the amount of advertising you see today?. What difference does it make to know that people see much more advertising today than they saw 20years or 30 years ago?.
As much as the rate of advertising has increased drastically over the past two to three decades, this is justified by the need for business survival. Advertising makes people up to date with new products in the market or adjustments to the already existing ones. I thus firmly believe that there cannot be too much advertising. It is changing with the times.
What surprised you in how much demographic information marketers have on potential customers? How much information about your family would you be willing to share in order to get into a contest or get a discount get online or credit card? Would you be willing to reveal your name, home address, or phone number? What music do you listen to or the grades in your report card? What kind of information would you like to keep private and why?
It astonishing to see the deal of information marketers have. The fashion in which they gather the information is however innocuous. I would be willing to share general information like my home address, phone number, or email. However, there is a point where I draw a line. Asking for some information would strike me as intrusive and invading. For instance, family income or my grades would be unwelcomed queries.
In the persuaders” marketer Kevin Robert uses the term “love marks “ to identify brands people are loyal to even when devotion is not logical. Are there brands or music to which you are devoted? When you stop to think about it, is your devotion to any brand logical or just a “love mark”? If purchasing the brand is not logical, why would you or other people do it?
Tastes and preferences differ across the board. ‘Love marks” arise as a matter of trend. Insrtuctively, I consume a lot of hip-hop music not out of preference for the genre, but not to be out of touch with my generation. Another example would be rugged jeans, which I find personally eccentric, but I still own a pair as a matter of staying spot on with trends.
Douglas Rushkoff asks. “What happens when advertisers assume the role of writers, journalists and entertainers? ‘How would you answer him?
This a definite overlap of societal roles and responsibilities. This has the effect of diminishing some industries like mainstream music production. This notwithstanding, it is up to key players caught in between this conundrum and make the whole process symbi...
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